No Tricks, All Treat: BuyCostumes.com’s Launches New mCommerce Site

BUYSEASONS, the leading online retailer for costumes, accessories, and party décor, is debuting its latest “treat,” just in time for Halloween. The company has launched a mobile-optimized version of BuyCostumes.com, and the company’s COO, Terry Rowinski, shared his thoughts about the keys to a successful mCommerce site and understanding consumer behavior with PYMNTS.com.

PYMNTS.com:  Walk our readers through BuyCostumes.com’s new mCommerce site. What are some of its unique features, particularly those related to payments and purchasing?

TERRY ROWINSKI (Chief Operating Officer, BUYSEASONS, Inc.): Our m-commerce site uses the same profile system as our full version site so customers have full access to any information/orders placed on the full version site. Also, Pay Pal has shown to be a key factor in what makes people purchase on our mobile site.

PYMNTS: Thus far, what are shoppers using the site for the most?

ROWINSKI: Conversion rate still lags behind our full version site on the whole, to me that says they are using it for cross shopping/product information purposes primarily. Still, a good chunk are using it to purchase our products.

PYMNTS: What do you believe is the key to developing a successful mobile presence?

ROWINSKI: Understanding how your brand translates to your customers on a mobile platform. When they access your site on a mobile device versus a PC, it will be in a very different context with potentially different motives.

PYMNTS: Which costumes this Halloween are getting the most page views on BuyCostumes.com’s mobile site? Do these results differ significantly from traffic on the main eCommerce site?

ROWINSKI: No one costume is running away from the pack. There are some variations as to what people are ordering on the mobile site, but the top selling products are being accurately reflected on both the m-commerce and e-commerce sites.


Terry Rowinski

Chief Operating Officer

Terry Rowinski joined the BUYSEASONS team in 2008 as vice president of operations and was appointed chief operating officer in 2010. Prior to joining BUYSEASONS, he served in executive roles with Deutsche Post/Exel, Kohl’s Department Stores, and RedPrairie. Terry has spent most of his career in organizational development and management as well as technology and supply chain logistics roles. At BUYSEASONS, Terry is presently in charge of the company’s call center operations, distribution/fulfillment functions, digital and flexographic manufacturing, and information technology functions

Company Bio: Founded in 1999, BUYSEASONS, Inc. is the leading online retailer of costumes, accessories, party décor and supplies for year-round celebrations and entertaining. BUYSEASONS, Inc. owns and operates BuyCostumes.com and the Celebrate Express family of websites; BirthdayExpress.com, 1stWishes.com, and CostumeExpress.com, which offers one of the largest assortments of kid’s costumes and birthday party supplies at any single online location. In addition, BUYSEASONS, Inc. operates a private-label drop ship program for other internet retail partners. BUYSEASONS, Inc. is a wholly owned subsidiary of Liberty Interactive.